The next Secretary of State likely won’t deal with any of these issues. But Democrats repeatedly have used them to sink Republican candidates in socially liberal California. Right now, the GOP holds no statewide office. Less than 30 percent of voters statewide are registered as Republican.

So maybe Peterson can help lift a sinking party. He’s taking an interesting approach to his first run for office.

“More than Secretary of State, I am running to be California’s first ‘Chief Engagement Officer,’” Peterson told a Sacramento news conference Wednesday.

The former graphic designer and marketer says he wants to make government “more transparent, understandable, and participatory.” For example, he would make all sorts of voter and ballot information easily available on handheld devices. Peterson calls his overall goal “Maximum Informed Secure Participation” in his five point plan, which can be read below.

“I am passionate about participation,” says Peterson, who lives in Santa Monica with his wife and 18-month-old daughter.

One other interesting idea from Peterson: If elected, he would base his Secretary of State salary on a “Performance Dashboard” – comprised of metrics including voter turnout and speed of business registration. The Secretary of State registers all businesses – something he wants to make cheaper and faster.

He’ll compete in California’s new open primary system next year. At least three Democrats have announced they are also running: State Senators Alex Padilla of Los Angeles and Leland Yee of San Francisco, plus former Common Cause Regional Director Derek Cressman. The top two finishers – regardless of party – will advance to a November run-off.

“I’m not naive to my chances here,” says the Republican about the overwhelmingly Democratic political climate in California. “But I’m uniquely qualified.”

He is not beyond throwing political punches, by any means. He accuses Governor Jerry Brown of attempting to weaken the Public Records Act and “thumbing his nose at the spirit, if not the letter, of California’s open meetings laws.”

Previously in Represent!

Represent! is your eye on how well government serves citizens and the public interest in Southern California. KPCC's politics and government team posts frequently on transparency, civic engagement, reform efforts and accountability. We invite your comments and suggestions — follow us on Twitter at the links below.